Penney launches in-store Disney shops, new kids brands

Plano, Texas -- J.C. Penney is expanding its baby and kids departments with the launch of several exclusive brands. The launch includes the installation of Disney branded shops, ranging from 800 sq. ft. to 1,100 sq. ft., inside 565 Penney stores on Oct. 4.

The Disney in-store shops will offer toys, collectibles and children's apparel designed exclusively for Penney and showcasing various Disney characters, including ones from Toy Story and Monsters University and Disney Junior shows.

"The addition of Disney Shops to J.C. Penney will be a major draw in our kids department, offering customers an entirely new selection of high-quality gifts just in time for the holiday season,” said Betsy Schumacher, Penney’s senior VP and general merchandise manager.

In addition, Penney is debuting the giggleBABY, Wendy Bellissino, baker by Ted Baker, Sally M by Sally Miller, and Flowers by Zoe by Kourageous Kids brands in select stores and on jcp.com.

"The addition of these partners means that we're not only elevating our quality and value proposition, we're further positioning J.C. Penney as the best place to shop for kids,” Schumacher said.

According to some industry analysts, the Disney shops may be one of the most promising concepts the struggling retailer has as moves into the holiday season.

As new movies are released, the Disney shops inside Penney stores, as well as jcp.com, will be continually updated with new merchandise reflecting characters from Disney's animated feature films.

"Disney is known for combining incredible storytelling with quality product and we are excited to see the Disney Shops at J.C. Penney come to life, giving consumers a new way to engage with their favorite Disney characters and stories," said Paul Gainer, executive VP, Disney Retail.